2025 — There's More to Strength
The headline brand campaign. Rather than the usual gym-bound message, the campaign showed how strength training translates into real-world resilience, confidence, and joy. Photography by Daniel Vervoort, motion by the in-house team.
2024 — Nike × TrainMore
Co-branded campaign with Nike, shot by Milan Goldbach. Sat at the intersection of performance and lifestyle — same gym, different aesthetic.
2024 — Change The Way You Train
The 2024 Spring campaign. 3D-led art direction by Bob+Louis, scored as a single continuous transformation. The brief: get people to think of the gym as a tool for change rather than punishment.
Find Your Vibe — Act Accordingly
A reactive summer push during a Dutch heatwave. Rather than fighting the weather, we leaned into it — find your vibe, train how the day demands. A heatwave-as-permission-slip take that ran across paid social and CRM.
Motion — Gear Up
Ride the wave to epic prizes. Story-format spot for the Spring campaign cycle — built end-to-end in-house.
2023 — September Campaign
Back-to-routine campaign shot by Martin Sweers. The annual September push: when summer ends and people come back inside.
2023 — This Summer Get More, Do More
The 2023 Spring campaign. 3D-led motion direction by Martin, leaning into the brand promise built into the name itself: more. More days, more sessions, more commitment — and the summer to do it all in.
2022 — Foundation
The first major photography commission after I joined — Martin Sweers behind the camera, setting the visual baseline that everything since has built on.
2026 — Let's Make It Count
The 2026 brand campaign. A direct, confident step on from Strength Goes Beyond the Gym: less explanation, more conviction. Every minute, every set, every day in the club — make it count.
2026 — Delftse Poort opening
The newest TrainMore club. Photography by Martin Sweers, shot to support the launch campaign and the in-club signage system.
In-club photography
Each location gets its own moment: same brand, different city. Below — frames from Janskerkhof and the Berghaus interior.
Björn Borg × TrainMore
Apparel partnership — co-branded retail moments and in-club pop-ups.
